Introducing the Google Analytics Sample Dataset for BigQuery

The Google Analytics 360 integration with Google BigQuery gives analysts the opportunity to glean new business insights by accessing session and hit level data and combining it with separate data sets. Organizations and developers can analyze unsampled analytics data in seconds through BigQuery, a web service that lets developers and businesses conduct interactive analysis of big data sets and tap into powerful data analytics.

To help you learn or teach practical experience with analyzing analytics data in BigQuery, we are pleased to announce the availability of a Google Analytics sample dataset. This is accessible directly through the BigQuery interface. The dataset includes data from the Google Merchandise Store, an Ecommerce site that sells Google branded merchandise. The typical Google Analytics 360 data you would expect to see such as Google Ads, Goals and Enhanced Ecommerce data can be queried. You can see the fields part of the export schema that you can query here.

When it comes to helping businesses ask advanced questions on unsampled Google Analytics data, we like to use BigQuery. Its fast and scalable for big data analytics. When providing trainings on the benefits of the Google Analytics 360 and BigQuery integration, there is nothing like having a high quality dataset with sufficient volume to be meaningful. That's why we are so pleased to see the public availability of a robust Google Analytics sample dataset with marketing and ecommerce data. Everyone can experience big data analytics!
- Doug Hall, Director of Analytics, Conversion Works 

Self-Learning

You can use the sample dataset to learn how granular information can be extracted from analytics data in BigQuery. We’ve created this guide to help you create queries to find answers to the following for the Google Merchandise Store:

• What is the average number of transactions per purchaser?
• What is the percentage of stock sold per product?
• What is the average bounce rate per marketing channel segmented by purchasers?
• What are the products purchased by customers who previously purchased a particular product?
• What is the average number of user interactions before a purchase?

Education Programs 

If you’re an educator trying to teach others to use BigQuery, then we encourage you to use the sample dataset as a tool. You can use it to create task based assessments and other learning materials for your students. We’ve started to do just that by integrating it into our education courses.

The Analytics Academy provides an introduction to BigQuery in their Getting Started with Google Analytics 360 course. The Data Insights course by the Google Cloud team provides an in-depth look at BigQuery with practical exercises.

Access the Dataset

You can learn more about the dataset including how to get access in this help article. If you need some help, please let us know through the Advertiser Community. Share any feature requests or ideas to make the dataset more useful. We hope the dataset gives you a practical way to learn about the benefits of analysing Google Analytics data in BigQuery.

Happy analyzing!